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Procter & Gamble's Charmin is bringing portable restrooms to NFL games, using cause marketing and encouraging tweets about positive experiences with the toilet-paper brand. Charmin is asking consumers to use hashtag #tweetfromtheseat when tweeting from the bathroom.

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Kimberly-Clark's Scott toilet paper brand is ditching the usual cardboard tube as part of an effort to green America's restroom habits. While the switch may seem trivial, it's anything but: 17 billion toilet-paper tubes are produced annually in the U.S., leading to 160 million pounds of trash. Added bonus: the last sheet on the roll will be usable, since it won't be glued to anything.

Several advertisers sought to capitalize on their TV spots during Sunday's Academy Awards broadcast by touting their social-media campaigns. Cottonelle tried to start online chatter about toilet-paper use, while J.C. Penney decided to premiere its ads on Facebook before the show began. Experts say that this year, online buzz is the prize everyone's after. "It's no longer smart just to buy on the Academy Awards," says consultant Charlene Li. "You have to tie into social media so that people talk about you."

SitOrSquat.com, a mobile social-networking utility by Procter & Gamble's Charmin brand, locates and rates public restrooms for iPhone and BlackBerry users. It was launched in December and has listings for more than 52,000 toilets in 10 countries.

SitOrSquat.com, a mobile social-networking utility by Procter & Gamble's Charmin brand, locates and rates public restrooms for iPhone and BlackBerry users. It was launched in December and so far has listings for more than 52,000 toilets in 10 countries.

Ads for toilet paper brands like Procter & Gamble's Charmin and Kimberly-Clark Corp.'s Cottonelle used to obviate any mention of the product's actual use. A new generation of ads confronts the toilet paper's purpose more directly -- and they appear to be influencing consumers.